SYDNEY: A rapidly appreciating Australian dollar to the yen has prompted Tourism Australia to look at new tactical initiatives to complement the ‘So Where the Bloody Hell Are You?’ campaign, to help address the challenging Japanese market.
Latest Australian Bureau of Statistics figures show that in the six months to March, the number of overseas tourists visiting Australia was up 4.7 per cent, to 3.1 million, over the six months to March 2006.
However, the number of Japanese visiting fell more than nine percent, to 335,000, continuing the trend of recent years.
Federal Tourism Minister Fran Bailey said she had instructed Tourism Australia to re-double its efforts in Japan.
Tourism Australia managing director, Geoff Buckley said additional tactical initiatives would be used to promote Japanese tourism to Australia.
“In September, we will undertake a new burst of co-operative activity with our industry partners. For example, the introduction of Jetstar gives us a great opportunity for tactical marketing to new consumers.
“This additional activity will support our current ‘So Where the Bloody Hell Are You?’ brand marketing efforts.”
Buckley said in addition to targeting holiday travellers, Tourism Australia would also be looking to attract more business events as well as group tourism from schools and sporting groups.
Commenting on the global results of the current ‘So Where the Bloody Hell Are You?’ campaign, Buckley said the campaign was achieving what it set out to do with more travellers seriously considering Australia for their next holiday.
“The short and medium term outlook for Australian tourism is very strong indeed,” Buckley said.
-by Ian Jarrett
